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Branding | Retail | Food and Wine Paco Underhill is the founder and Managing Director of Envirosell, a New York based research and consulting firm with offices around the world. He has spent more than 25 years conducting research on the different aspects of shopping behavior, earning his status as a leading expert and pioneer in the field. He helps companies understand what motivates the behaviors of today's consumer. His research shows how today's retail world is ruled by factors such as gender, "trial and touch" and human anatomy. He is an insightful and captivating speaker, who frequently presents to trade associations and professional groups about the methodology and findings of his research. After a career in urban land use planning, Mr. Underhill formed Environmental Analysis & Planning Consultants in 1979 and began to apply his research methodologies to issues in retail environments. The firm changed its name in 1989 to Envirosell, Inc. Envirosell is a leading research and consulting agency for stores, banks, restaurants, and consumer product manufacturers. The firm specializes in analyzing the interaction between people and products, and people and commercial spaces. Paco Underhill and Envirosell have been profiled by major publications, such as, The New Yorker, Fortune, Fast Company, Business Week and Smithsonian Magazine, and have been featured on ABC's 20/20, and CBS's 48 Hours. The New Yorker piece, published in 1996 and written by Malcolm Gladwell, has been one of the most reprinted articles in the magazine's history. Mr. Underhill is a regular contributor to NPR and BBC Radio. His columns and editorials have appeared in The New York Times, London Times, Wall Street Journal, and the Christian Science Monitor. His first book, Why We Buy: The Science of Shopping has been published in 31 languages, and has sold more copies than any other retail book in history. Simon & Schuster released his second book, entitled Call of the Mall: The Geography of Shopping, in February 2004.
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